IT’S YOUR BUSINESS: TALENT AND

RESOURCES FOR DIGITAL PR SUCCESS

HELLO

@emilybuchanan Emily Buchanan Director of social engagement & brand mktg

WHAT WE DO

RESEARCH AND INSIGHTS

INFLUENCER MARKETING

COMMUNITY MANAGEMENT

CONTENT CREATION

INTERACTIVE PRODUCTION

INNOVATION & TECHNOLOGY

PAID MEDIA PLANNING &

BUYING

SOCIAL CRISIS & ISSUES

MANAGEMENT ANALYTICS

WHAT IT TAKES TO STAFF A FULL-SERVICE SOCIAL/DIGITAL TEAM

NOT TO MENTION ALL OF THE FREELANCERS

WHAT THE C-SUITE WANTS TO PAY FOR SOCIAL TALENT

BUT THIS CAN HAPPEN WHEN AN INTERN RUNS YOUR CHANNELS

JOB TITLES THAT DIDN’T EXIST 10 YEARS AGO

And more and more …

Social Media Consultant Community Manager Social Media Manager Digital PR/Social Media Specialist Social Channel Manager Social Video Producer Social Media Enthusiast Social Media Coordinator Communications Specialist-PR and Social Media PR and Social Media Coordinator Social Media Assistant Manager Social Engagement Specialist

Social Media Account Executive Director of PR and Social Media Account Manager Online PR and Social Media PR and Social Media Strategist Conversation Manager PR and Social Media Associate PR and Social Media Executive PR and Social Media Officer Director-PR and Social Media Personal Branding/Social Strategy Social Engagement Manager Content Manager Channel Specialist

IT COSTS MONEY TO STAFF A DIGITAL/SOCIAL DREAM TEAM

AND IT’S EASIER TO FIND SOCIAL TALENT IN THE MAJOR MARKETS

1) How to do paid, owned AND earned social

2) Social consumer response and crisis & issues mgmt

3) Knowledge of the ins and outs of the major channels and platforms

4) Early adoption on emerging channels and platforms

5) Voracious appetite for pop culture, social trends and consumer insights

WHAT ANYONE WORKING IN SOCIAL NEEDS TO KNOW

THE STRUCTURE THAT TYPICALLY WORKS BEST WHEN SOCIAL IS FULLY STAFFED IN-HOUSE

VP MARCOMMS

SENIOR SOCIAL MEDIA

MANAGER

COMMUNITY MANAGER

COMMUNITY MANAGER

SENIOR PR MANAGER

PR SPECIALIST

THE STRUCTURE THAT TYPICALLY WORKS BEST WHEN HIRING AN AGENCY OR CONSULTANTS

IN-HOUSE: HEAD OF

MARCOMMS

AGENCY: SR SOCIAL

STRATEGIST

AGENCY: COMMUNITY

MANAGER

AGENCY: SOCIAL

ANALYTICS

AGENCY: SOCIAL

CREATIVE

THANK YOU